Blockchain technology could potentially provide a solution for detecting deepfakes and validating content.

Hildebrandt expressed optimism that more news outlets, media companies, and others will integrate AI technology as it becomes more mainstream. This integration could benefit both AI companies and creators, with models gaining knowledge and outlets and individuals being able to verify their work.

Mike Blank, COO at Polygon Labs, emphasized the importance of this technology for end-users who are uncertain about the trustworthiness of the content they consume. He highlighted the need to establish technical guardrails that allow creators to advance while still maintaining some flexibility for the future.

While most publishers are interested in participating in such ecosystems, they are hesitant to relinquish control over their valuable assets, noted Hildebrandt. She suggested the concept of blockchain provenance as a way to address concerns about the origin of content in an AI-generated world.

According to Blank, blockchain technology presents an opportunity to establish the authenticity of data and authenticate content online. By leveraging blockchain, it becomes possible to identify untrustworthy content, providing consumers with a sense of security in an environment where trust can be elusive.

One of the primary advantages of blockchain technology is its ability to securely store data and validate the authenticity of various media assets, including images, text, and videos, through cryptographic means.